Real-time Actioning is Essential in a First-class Digital World
Instant digital communication is extremely valuable for customer engagement, personalized interaction and rewarding digital experience
January 14, 2025
The quick-evolving digital environment has taken marketers from traditional digital marketing to the new, more convenient conversational marketing strategy that demands real-time actioning.
The proliferation of social digital platforms where 93% of people start their research before making -up their mind to buy a certain product, creates the necessity of a new approach to deal with this scenario full of opportunities.
The expression "conversational marketing" was coined by Drift, a well-known sales platform in 2010 and since then, it has been widely used in the contemporary digital marketing industry.
What is Conversational Marketing?
Conversational marketing is a marketing approach in which a two-way conversation with prospects is the heart of all the action.
It typically takes place through company's website chat-bots, messaging apps, or social media channels.
This customer-centered approach lets you be in control of all conversations.
You can easily use questions to qualify prospects or provide guide to move prospects from one stage to the next and quicken conversion. You can prompt them to take action.
The best definition of conversational approach in marketing is the one provided by David Cancel, author of the book Conversational Marketing.
“Remember: Your company’s brand isn’t its logo or its mascot or its mission statement.
Instead, your brand is a reflection of the experiences people have with your company. And every single interaction contributes to how your brand is perceived.”
82% of consumers see getting an instant response as relevant when they want to ask a question, something conversational marketing chat-bots are good at doing.
No doubt, conversational marketing helps businesses provide customer instant reward, drive sales, and build a faithful audience of loyal brand followers.
Benefits of Conversational Marketing
Customer Relationship Building
Make people feel valuable and important, answering their questions quickly, and they'll develop their loyalty to your brand.
Show customers you’re really interested in what they have to say by listening actively. Always be polite and respectful and provide accurate information.
As they feel rewarded and at ease with your brand they become recurring buyers and loyal customers, your strongest business ' asset.
Lead Generation Improvement
Chats are great tools to be in touch with prospects easily, to welcome them to your website, to qualify them. You can ask questions to identify their needs, ask for information to stay in touch and so improve the chances to turn them into qualified prospects and nurture them.
Being in direct contact with one person at a time, allows you to talk to them individually and ask the necessary questions to quickly qualify them.
Conversion Enhancement
Prospect may have questions they would love to have an answer before purchase.
Research shows that people contact brands for different reasons, such as getting specific product information, looking for personalized advice or wanting to discuss price and more. And, they expect a quick answer.
If you comply with their demand, they'll get important information that speeds up their decision and you gain a deep understanding of their needs, pains and preferences, letting improve your answer constantly.
This virtual interaction help speed up conversion. People overcome their fears to make a wrong decision with the information you provide and so, they buy your product sooner.
Cost Reduction
Using automated conversational marketing approach, you reduce costs because you have a chat-bot working for you while your employees can do important tasks. You can use your resources more efficiently and make a profit at the same time.
Round the Clock Availability
Automated chat-bots can chat with customers 24/7 increasing the opportunities to get in touch with prospects and encouraging them to go ahead.
Conversational Marketing on Different Platforms
Website Chat-bots
Reaching out to visitors as soon as they land on your website is a great way to engage them, answer their questions and make them stay longer on your website. You can guide them where to find the information they are looking for or ask them if they want to talk to a human colleague.
E-commerce Live Chat
Live chats on e-commerce platforms are a convenient way to support customers during their buying process, specially during checkout, improving sales and diminishing drop-out cart rates which in general are high.
Social Media Direct Messages
Social media is a great place to be in contact with a large audience who are hanging out in a relaxed mood. This means they are more open to listen to your message.
Segmentation is a good way to improve the success of your messages on social media platform. Do it based on customer data, such as purchase history, demographics and more This way you can present prospects with personalized offers they'll love.
You can also add, follow-up interactions on social media platforms. they have a positive effect over most customers,
Mobile Instant Messaging Apps
This type of apps are very personal because people use it to communicate with family, friends and co-workers daily.
They create an environment of trust and confidence where you can chat in a very convenient way, no matter where you are.
Conclusion
Meeting customers where they love to hang out, is crucial to create a rich customer experience and get their attention .To succeed in this endeavor, brands should be present across different channels.
The opportunity to chat with prospects answering to objections, removing all doubts they may have and being polite, no doubt, boost conversion that leads to more sales.
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I've been wondering about this topic for a long time. Now it's quite clear. Thanks.